Gallucci told the Holmes Report that his decision to join Vera & John owed much to the founders' commitment to "the new marketing paradigm".

"In essence, this is a brand that understands the power of PR but thinks about it as a lead strategic and creative skill rather than an amplification of above the line thinking," said Gallucci. "Paid and owned are tactical supports to the central earned strategy."

Gallucci added Vera & John "aims to create a brand that people want to talk about and write about."